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In an effort to show how others are providing value to their customers, we will share great examples of organizations going beyond their brand to help clients.

How does Hilton provide value to their clients? With Hilton Suggests on Twitter

The Hilton Suggests site and social channel is another great example of helping customers. In April 2009,Hilton Worldwide launched an initiative calledHilton Suggests, to help travelers all around the world — from New York to Shanghai, and almost everywhere in between. Since joining Twitter in April 2009, our mission has been to continue Conrad Hilton’s vision of filling the earth with the light and warmth of hospitality, one tweet at a time.

The Twitter handle Hilton Suggests – communicates with travelers through Twitter to help those in destinations around the world build experiences that make their travel easier or more memorable. Plus, all recommendations are authentic and based on team members’ personal experiences and opinions. We won’t promote or sell you anything. Just simple, honest advice. Simply use Twitter to send us questions. Start your message with @hiltonsuggests, then tell us which city you’re in and what we can help recommend for you. That’s it.

Customers are looking for information that will enhance their lives. Are you developing content with the reader in mind?

If you need help developing a strategy to engage your customers or potential customers, please give us a call 248-906-1000 or drop us a note – info@scholarmediagroup.com

Customers are looking for information that will enhance their lives. Are you developing content with the reader in mind?

Below is a quick example of an organization that are providing value.

Columbia Sportswear and their What Knot To do App

So what does a knot tying application do with selling outdoor clothing? Columbia was thinking of their client first and what activities are important to them. I guess if you’re heading to the mountains in your Columbia gear, a knot tying app would be helpful..What’s important to your clients? How can you make their lives better?

Below is a great article from the experts at Content Marketing Institute…

What effective B2B Content Marketing Looks Like – New Research

It’s that time of year again when we release the findings of our annual content marketing survey. Over the years, we’ve talked a lot about effectiveness. But this year, while our team was discussing new questions for the survey, we stepped back and wondered – how many companies even know what effectiveness looks like?

The answer may (or may not) surprise you. Get this: 55% of business-to-business (B2B) marketers said that it is unclear within their organization what an effective or successful content marketing program looks like.

Regardless, what’s great about the research is that we can examine how the most-effective marketers are going about their business so we can learn from them.

Effectiveness increases when the team understands what success looks like

Last year, 38% of B2B marketers said they were effective at content marketing vs. 30% this year. While perhaps the industry is approaching a trough of disillusionment (which isn’t necessarily a surprising or bad thing – and was something I mentioned in my opening address at Content Marketing World 2015), companies that report being clear on what success or effectiveness looks like also show a higher effectiveness rate (55%).

32% of B2B marketers are sophisticated/mature with content marketing

Effectiveness also increases as the organization’s content marketing grows in maturity. Sixty-four percent in the sophisticated/mature phase say they are effective at content marketing, 23% in the adolescent phase say they are effective at content marketing, and 6% in the young/first-steps phase say they are effective at content marketing. Stay tuned for upcoming blog posts so you can understand what more-experienced content marketers are doing.

From the MailChimp Blog – Today I’m thrilled to announce the launch of MailChimp Pro. It’s the most powerful set of tools we’ve ever built, and we built it for our most forward-thinking customers. MailChimp Pro is the culmination of 10 months of work from 12 different teams, 4 years of data science research, tons of customer feedback from interviews and surveys, and millions of dollars in infrastructure upgrades.

The result of all that hard work is a robust set of MailChimp Pro features including Multivariate Testing, Comparative Reports, Delivery Insight, Priority Support, and Stop Delivery. For $199/month in addition to your regular account fees, you’ll get all of these and more—it’s the kind of data our very own data science team uses to innovate every day. MailChimp Pro is for power users looking to get more out of their email marketing, typically businesses with lists of 50,000 or more. But I’m getting a little ahead of myself. To find out how MailChimp Pro will help you grow your business and optimize your email, visit our brand new MailChimp Pro page.

The data scientists, engineers, and designers who helped make Pro happen will be blogging about their contributions over the coming week, but I’d like to share a little back story along with my perspective as co-founder and CEO of MailChimp.

Powered by purpose

First and foremost, MailChimp Pro is true to our company’s purpose: we’re here to empower small businesses to grow. We’re a 450-person company now, and we serve more than 9 million businesses around the world who send more than 20 billion emails every month. But when my co-founder and I started this company 14 years ago, we were a small business—just like so many of MailChimp’s users. We both came from entrepreneurial families, too. So we know the fulfillment and sense of purpose that comes when business is going right, but we’re all-too-familiar with the pain that comes when business goes wrong. When a small business owner fails, it can be devastating, and the repercussions of that failure can last decades. Preventing that from happening is what drives us.

This is why MailChimp approaches the idea of “empowering small businesses” in a different way than most. We’re not here to coddle small businesses and call them “heroes” just because they’re small and brave. Courage is great, and it certainly takes a lot of courage to start out on your own, but we know firsthand that courage alone is not enough. Small businesses need to leverage technology to maximize their time and passion. We’re here to equip small businesses with the powerful technology they need to grow, like automation, data science, and e-commerce tools. That’s what MailChimp Pro is all about.

Democratized by design

MailChimp’s specialty is taking powerful features normally reserved for large enterprises, and making them accessible to small businesses. We do that with design. If we sold software to big enterprises, the CIO or CTO would be the decision maker, so it wouldn’t matter if the software was easy to use—they could just mandate it to all employees. When you sell to small businesses, it’s a lot like selling to consumers: the buyer is also the user. So a delightful user experience is critical. This is why design is in our DNA, and you can see it in this powerful new set of tools.

With MailChimp Pro, we provide true multivariate testing in an intuitive, dynamic interface:

For the first time ever, small businesses can send multiple campaigns that test subject lines, content, and send times all at once—and all with the push of a button.

Loyal fans are required for a healthy business

Your audience is one of the most important assets your company will build, your loyal fans will not only reward you with long term business, they will also share in their delight of your product/service.

Give them what they want

Providing your audience with information so valued they would be more than willing to pay you, but you provide it for a simple exchange of information….their email address.

Capturing email address

There are a number of great tools for capturing the all important email address, one of the top tools we’ve found is from our friends at LeadPages. Below is and overview of their products and services…

Complete Hosting of Pages

Our lightning-fast servers can easily host any landing page you create. Simply customize your first page, deploy it on our LeadPages™ server and start building your email list within minutes.

Capturing email addresses with LeadPages

Digital Asset Delivery Made Easy

Giving away free content is the fastest way to grow your audience and build your email list. Now LeadPages™ makes giving away free content “bribes” easier than ever. With our simple templates, you can create opt-in pages that instantly send your subscribers free content bribes (or “lead magnets”) when they opt-in for your email list. Unlike other software, you can give away as many different content bribes as you want on multiple opt-in pages and still drive your new subscribers to the same email list. You can also link your email service provider into LeadPages™, and send your new email subscribers confirmation emails, welcome messages or other communications once they receive your free content bribe.

Redirect Your Web Traffic in a Few Clicks

Not all landing pages should last forever. Sometimes an offer expires. Sometimes the live webinar on your “webinar registration page” happened weeks ago. But that does not mean web traffic stops visiting these outdated pages. Now with LeadPages™, you can redirect all that obsolete web traffic to more valuable pages on your site, with just a few clicks.

Borrow Our Customers “Best Of” Templates for More Flexibility

Every day we get emails from LeadPages™ customers who have designed or discovered new, high-converting pages that they want to test against our proven pages. Frankly, we love it. It’s the perfect opportunity to put our pages to the test. Also, we regularly select the best of these customer templates and share these uploads with you. This gives you more choices and more flexibility. It also ensures that we’re constantly giving you the highest converting pages in existence today. (And if you think you have a template that can beat ours, we dare you to submit it!)

A First in the Industry: Sort Landing Pages By Conversion Rate

This is the biggest feature in the history of LeadPages™, and it’s a first in the industry. Inside the LeadPages™ customer platform, you can sort through all the landing page templates not just by name, but by their opt-in rate. This will instantly show you the highest converting templates ranked first to last. By sorting by opt-in rate, you can easily see the highest-converting landing pages in existence today (either for all templates or by category). This is something that no other landing page platform or conversion rate optimization tool does.

Easily Duplicate Your Landing Pages

When you find templates that work for your business, you will want to reuse them for other marketing campaigns, or create similar pages for A/B split testing. LeadPages™ makes this easy with a quick “duplicate” feature in your account. Instantly copy any existing landing page in seconds with a single click.

There’s a reason they call Facebook, Pinterest, Twitter, and Instagram “social” media platforms…they are intended to engage others in social conversations, and not to broadcast messages to the masses. I’m surprised to see some organizations continue to sell or push their products and services before they have earned the trust of their audience. Earning trust or likeability from your potential clients comes from providing value, which can come from delivering solutions to problems, or simply making them laugh. Below are Facebook post, notice number of views (reach) when we provide value and compare to posts when we are selling.

As you can see, we engage more with content that is of interest to our audience. This doesn’t mean they are not interested in your products, there is tremendous brand building when your content is share across everyone’s newsfeed.

For more information on local Oakland County Michigan marketing strategies, please feel free to reach out to our team.

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